Amazon.com 2015 Annual Report Download - page 14

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Content Creators
We serve authors and independent publishers with Kindle Direct Publishing, an online platform that lets independent
authors and publishers choose a 70% royalty option and make their books available in the Kindle Store, along with Amazon’s
own publishing arm, Amazon Publishing. We also offer programs that allow authors, musicians, filmmakers, app developers,
and others to publish and sell content.
Competition
Our businesses encompass a large variety of product types, service offerings, and delivery channels. The international
marketplace in which we compete is evolving rapidly and intensely competitive, and we face a broad array of competitors from
many different industry sectors around the world. Our current and potential competitors include: (1) online, offline, and
multichannel retailers, publishers, vendors, distributors, manufacturers, and producers of the products we offer and sell to
consumers and businesses; (2) publishers, producers, and distributors of physical, digital, and interactive media of all types and
all distribution channels; (3) web search engines, comparison shopping websites, social networks, web portals, and other online
and app-based means of discovering, using, or acquiring goods and services, either directly or in collaboration with other
retailers; (4) companies that provide e-commerce services, including website development, advertising, fulfillment, customer
service, and payment processing; (5) companies that provide fulfillment and logistics services for themselves or for third
parties, whether online or offline; (6) companies that provide information technology services or products, including on-
premises or cloud-based infrastructure and other services; and (7) companies that design, manufacture, market, or sell
consumer electronics, telecommunication, and electronic devices. We believe that the principal competitive factors in our retail
businesses include selection, price, and convenience, including fast and reliable fulfillment. Additional competitive factors for
our seller and enterprise services include the quality, speed, and reliability of our services and tools, as well as customers’
ability and willingness to change business practices. Some of our current and potential competitors have greater resources,
longer histories, more customers, greater brand recognition, and greater control over inputs critical to our various businesses.
They may secure better terms from suppliers, adopt more aggressive pricing, pursue restrictive distribution agreements that
restrict our access to supply, direct consumers to their own offerings instead of ours, lock-in potential customers with restrictive
terms, and devote more resources to technology, infrastructure, fulfillment, and marketing. Each of our businesses is also
subject to rapid change and the development of new business models and the entry of new and well-funded competitors. Other
companies also may enter into business combinations or alliances that strengthen their competitive positions.
Intellectual Property
We regard our trademarks, service marks, copyrights, patents, domain names, trade dress, trade secrets, proprietary
technologies, and similar intellectual property as critical to our success, and we rely on trademark, copyright, and patent law,
trade-secret protection, and confidentiality and/or license agreements with our employees, customers, partners, and others to
protect our proprietary rights. We have registered, or applied for the registration of, a number of U.S. and international domain
names, trademarks, service marks, and copyrights. Additionally, we have filed U.S. and international patent applications
covering certain of our proprietary technology. We have licensed in the past, and expect that we may license in the future,
certain of our proprietary rights to third parties.
Seasonality
Our business is affected by seasonality, which historically has resulted in higher sales volume during our fourth quarter,
which ends December 31. We recognized 33%, 33%, and 34% of our annual revenue during the fourth quarter of 2015, 2014,
and 2013.
Employees
We employed approximately 230,800 full-time and part-time employees as of December 31, 2015. However,
employment levels fluctuate due to seasonal factors affecting our business. Additionally, we utilize independent contractors and
temporary personnel to supplement our workforce. We have works councils, statutory employee representation obligations, and
union agreements in certain countries outside the United States. We consider our employee relations to be good. Competition
for qualified personnel in our industry has historically been intense, particularly for software engineers, computer scientists,
and other technical staff.
Available Information
Our investor relations website is www.amazon.com/ir and we encourage investors to use it as a way of easily finding
information about us. We promptly make available on this website, free of charge, the reports that we file or furnish with the